When asked what inspired this video, Sigma was happy to explain. “We launched the Sigma-Global website to 'explain' about the concept behind the new product line. As the next step, we wanted the customers to 'feel' (or 'sense') the world of our new product line.

"We used some internal parts from our lenses to show the commitment to the highest level of the work. 'Dancing parts' were partially inspired by the contemporary dancer, Pina Bausch.”

I'm sure some of you are asking "why?" after watching the video, and you aren't alone. I too wanted to know the story behind the making of the video. My main question, what did they want this video to achieve? Sigma responded that, "We wanted to portray the level of care and detail that goes into every product to ensure the utmost quality. We're happiest when the customers can feel this level of care when they pick up one of our lenses or pick up one of our cameras." That might sound like canned marketing/PR speech, but I do want to say that after I met with the president of the company at CES, they legitimately feel this way about their products. The level of pride they feel towards their optics is at an all time high, and for good reason.

Jaron Schneider is an Fstoppers Contributor and an internationally published writer and cinematographer from San Francisco, California. His clients include Maurice Lacroix, HD Supply, SmugMug, the USAF Thunderbirds and a host of industry professionals.

Seriously, Jason, how much are they paying you for being their official pimp on Fstoppers? DO I agree their rebranding is good for them and a long time coming, sure, Do I think it's necessary to have these subliminal messaging ads like this one, not at all.

Yeah, I get it, if I spend $3600 on this glorified zoom lens, some hot woman is going to want to put her hands all over it, while suggestively moaning. Been there, done that, and it's not half as sexy as they want it to seem.